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There are two types of property listings available for use on a broker's website. One is the Multiple Listing Service (MLS) and the other is the Internet Data Exchange (IDX). A virtual office website, or VOW, allows registered users to search a downloaded MLS database. IDX searches require no user registration but may provide more limited listing information than the MLS. Investigate what options are available through your own MLS before spending money on additional software.

Virtual Office Website

A VOW is provided by a real estate broker, agent or affiliated partner and allows members of the public to search for property listings by accessing the MLS. The searcher must fill out a contact sheet, supply a valid email address and establish a brokerage-consumer relationship -- as required by state law -- with the real estate broker before the listings can be searched. Users can save searches and perhaps be automatically notified of new listings.

Internet Data Exchange

An IDX listing service may provide listings for the entire state in which the broker is licensed. Brokers must opt out if they don't want to participate. Opting out doesn't affect the broker's participation in the MLS, but it might prevent the office's listings from being displayed on Realtor.com, which is heavily utilized by the public to search for properties. In addition, if you opt out, you can't display other brokers' listings on your website. No user registration is required, and no logins and passwords are needed.

Pros and Cons

Due to the proliferation of websites offering IDX searches without the bother of registering, VOW sites may be falling out of favor, although some real estate websites offer both types of searches. VOW sites display the full MLS listing while IDX might display less detailed information. On the other hand, the IDX might allow the user to choose the display language, which could be a significant advantage when working with foreign buyers. IDX listings are likely to display the name of the listing office and agent, but the MLS will display the full contact information for the listing agent.

Decisions

Before you spend any money, investigate what your own MLS has to offer. Many listing services might allow you to configure your own IDX and then use that URL in marketing materials or, alternatively, redirect users from your company website to that link. If that isn't sufficient, contact vendors who specialize in creating IDX and/or VOW websites. Your state or local Realtor Association may have a list of recommended vendors.

About the Author

Pat O'Connor is the broker/owner of The Veritas Real Estate Group in Coral Springs, Fla. She holds a M.A. in psychology from the University of South Carolina. O'Connor has been writing real estate and loan origination textbooks, as well as developing online courses, since 2005. Her latest publication is the kindle ebook, "The SAFE Mortgage Loan Originator National Exam Study Guide."